The brand celebrates the 20th anniversary of J12 watch by opening their own yachting club in the state of New York.
A pop-up boutique selling J12 watches alongside a branded yachting club has recently opened on Shelter Island, New York. The beach house had a living room and an open terrace. Fabric lounge chairs, umbrellas, lifebuoy rings, and surfing boards, everything was painted black and white. Apart from watersports the guests could enjoy traditional beach games, admire sunset at the terrace, send branded postcards to their friends and families, and order a drink at the wine yard.
The creators pointed out that their idea was to design the beach the way Coco Chanel would have wanted it to look. At the very least modern-day fashion queens enjoyed the yachting club. The club was visited by it-girl Poppy Delevigne, models Soo Joo Park and Camia Marrone, actress Phoebe Tonkin, and Billie Eilish who performed at the grand opening.
Back in 2000 Chanel’s artistic director designed the J12 chronometer inspired by J-class racing yachts. A laconic silhouette and a high-contrast colour scheme made the watch iconic. Last spring in the wake of the 20th anniversary of J12 the French house presented a new version alongside a range of exhibition telling the model’s history. Moscow’s exhibition titled “Decisive Seconds” took place at the MMOMA Educational Centre.
Written by Polina Vorobyova
Translated by Tony Savosin